Factors Driving Tourist Revisit Intention A Case Study of Phu Quoc Island (2022-2024)

Abstract

The tourism industry on Phu Quoc Island has seen notable growth, leading it as a top destination in Vietnam. Phu Quoc has emerged as a premier travel destination for both domestic and international tourists, drawn to its stunning pristine beaches, majestic mountainous landscapes, cultural attractions and multi-million dollar entertainment complexes. Recently, Phu Quoc has experienced a drop in tourism, particularly in the wake of the Covid-19 pandemic. This study examines the factors influencing tourist revisit intentions to Phu Quoc from 2022 to 2024. Key determinants analyzed include tourism resources, accessibility, amusement developments, service quality, safety and security, cost, hygienic environment, and advertisement & promotion. Using a quantitative methodology, data were collected through a structured survey from 434 tourists using stratified probability sampling who had revisited the island. Statistical analyses revealed that tourism resources, cost, safety & security, and service quality significantly impact revisit intentions. The study also emphasizes the role of effective advertisement and the balance between amusement development and environmental protection. These insights offer practical strategies for enhancing tourist satisfaction and promoting repeat visits, contributing to the literature on tourism management.